There is a trend among U.S. grocery shoppers today to consider the package along with the ingredients in judging what is healthy, fresh and natural. This trend is being led by Responsible Packaging Shoppers, an influential segment of grocery shoppers purchasing foods and beverages they believe are healthy for them and for the environment as well. Responsible Packaging Shoppers are a likely bellwether for healthy food and beverage packaging trends, much as Natural Foods Shoppers have been for organic and natural trends.
“Just as Natural Foods Shoppers have changed the landscape of grocery stores, Responsible Packaging Shoppers are expected to have the same long term, sustaining impact. Most shoppers today are familiar with natural foods supermarket aisles and sections dedicated to natural brands and clean ingredients. In the future, aisles dedicated to responsible packaging and the demands of the Responsible Shopper segment are likely to be just as familiar. Responsible Packaging Shoppers are setting recyclable and renewable packaging as the cornerstones for responsible packaging. Packaging that is as clean as the ingredients, and protects taste and nutrients naturally is in demand among Responsible Packaging Shoppers.” said Linda Gilbert, study author and chief executive officer of EcoFocus Worldwide.
RSPs now make up 59 percent of all grocery shoppers, up 16 percentage points since 2013. For this group of grocery shoppers, recyclable and renewable are the cornerstones for responsible packaging. They are 30 percent more likely than all grocery shoppers to always or usually think about the environmental impact of packaging before purchasing products. These considerations impact where they choose to shop. Responsible Packaging Shoppers say it’s extremely or very important to shop for groceries at stores that make it easy for them to make healthy choices (83% vs. 66% of all grocery shoppers), that make it easy for them to make eco-friendly choices (78% vs. 57% of all grocery shoppers), and that provide helpful information regarding recycling and other eco-friendly practices (77% vs. 55% of all grocery shoppers). Two in three (68%) of Responsible Packaging Shoppers say it is extremely or very important to shop at retail stores that require that the products and brands sold in their store are eco-friendly, vs. 52% of all grocery shoppers.
The conclusion for grocery retailers — obvious as it might be — responsible packaging matters for a growing segment of grocery shoppers whose influence will transform the grocery store landscape.
Source: 2018 EcoFocus Trend Survey
About Evergreen Packaging®
Evergreen Packaging is a global leader in creating fiber-based packaging solutions customized to deliver product freshness and brand distinction. Evergreen Packaging makes and supplies paper and paperboard products globally with manufacturing facilities in the US, Asia, Central America and the Middle East/North Africa. Evergreen Packaging is the number one supplier of liquid packaging board in the world. Fiber used in Evergreen Packaging products comes from forests in the US where responsible forestry practices are used and where overall growth exceeds harvest. Evergreen Packaging cartons contain a protective layer of polyethylene.
About EcoFocus Worldwide
EcoFocus Worldwide, LLC is a consumer market research and consulting group providing data and insights on consumer attitudes and behaviors regarding wellness and sustainability for packaged goods companies, their suppliers and partners in support of marketing and business development. EcoFocus conducts a syndicated annual consumer trends survey and offers custom quantitative and qualitative research services with extensive strategic brand positioning and communications expertise.
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